Online supermarket Ocado has launched a new integrated campaign highlighting the retailer’s service and value.
The campaign ‘Value worth talking about’, devised by creative agency St Luke, will run across TV, video-on-demand, social media channels, YouTube, radio, digital display, and out-of-home.
According to the grocer, its TV spot was created in the style of a mockumentary and features animated food items praising the retailer.
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The food stuff’s commentary, which includes lines such as “Ocado match your shop on thousands of products to Tesco.com” and “Mum thinks Ocado does that, especially for her, so I had to tell her they do that for everybody!”, comes from comments given by real-life customers.
Head of brand Sarah Emerson said: “Our customers know us better than anyone else, so it makes sense to hear what they love about Ocado firsthand. The animated fruit and veg add a playful, engaging touch that’s very Ocado. We can’t wait to see what our customers think!”
The TV ad launched this week and will run until 31 March. It is an extension of its brand platform ‘Food for Thought’ which previously ran on social media platforms.
According to the grocer, its brand platform is its most successful campaign to date reaching an engagement rate of 33%.
St Luke joint chief creative officer Alan Young said: “Everyone loves to talk about the food they’re buying, so rather than script ads, we interviewed Ocado super fans, asking them to tell us what they loved to buy and what they most valued about Ocado. But rather than see them talk, we asked Joe Giacomet to give their voices to the things they like to eat.”
